Bài giảng Hành vi người tiêu dùng - Chương 8: Buying and disposing - Bùi Thị Phương Hoa
Chapter 8
Buying and Disposing
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand why:
• Many factors over and above the qualities of the product or
service influence the outcome of a transaction. Factors at the
time of purchase dramatically influence the consumer decision-
making process.
• In addition to what a shopper already knows or believes about
a product, information, a store, or Web site provides can
strongly influence a purchase decision.
• A salesperson can be the crucial link between interest in a
product and its actual purchase.
Hoang Duc Binh, 2008
Chapter Objectives (cont.)
• Marketers need to be concerned about a consumer’s
evaluations of a product after he buys it as well as
before.
• Getting rid of products when consumers no longer
need or want them is a major concern both to
marketers and to public policy makers.
Hoang Duc Binh, 2008
Issues Related to Purchase and
Postpurchase Activities
• A consumer’s choices are affected by many
personal factors…and the sale doesn’t end at the
time of purchase
Hoang Duc Binh, 2008
Figure 10.1
Situational Effects on Consumer
Behavior (cont.)
Consumption situation
• Situational effects can be
behavioral or perceptual
• We tailor purchases to
specific occasions
• The way we feel at a
particular time affects what
we buy or do
• Day Reconstruction Method
• Situational self-image (“Who
am I right now?”)
Hoang Duc Binh, 2008
Social and Physical Surroundings
Affect a consumer’s motives for product usage and
product evaluation
• Décor, odors, temperature
• Co-consumers as product attribute
• Large numbers of people = arousal
• Interpretation of arousal: density versus
crowding
• Type of consumer patrons
Hoang Duc Binh, 2008
Temporal Factors
Economic time
• Time style: consumers try to
maximize satisfaction by
dividing time among tasks
• Time poverty
• One-third of Americans
feel rushed
• Marketing innovations
allow us to save time
• Polychronic
activity/multitasking
Hoang Duc Binh, 2008
Temporal Factors (cont.)
Psychological time: consumers’ perception of time
• Fluidity of time (subjective experience)
• Time categories relevant to marketers
• Good times for ads: occasion/leisure times and time to kill
• Bad times for ads: flow and deadline times
• Time perspective metaphors
• Time is a pressure cooker
• Time is a map
• Time is a mirror
• Time is a river
• Time is a feast
Hoang Duc Binh, 2008
Temporal Factors (cont.)
• Experience of time results from culture
• Linear separable time
• Procedural time
• Circular/cyclic time
• Queuing theory: mathematical study of waiting
lines
• Waiting for product = good quality
• Too much waiting = negative feelings
• Marketers use “tricks” to minimize psychological
waiting time
Hoang Duc Binh, 2008
Drawings of Time
Hoang Duc Binh, 2008
Figure 10.2
The Shopping Environment
Antecedent states: mood/physiological condition influences what
we buy and how we evaluate product
• Pleasure and arousal
• Mood = combination of pleasure and arousal
• Happiness = high in pleasantness and moderate in arousal
• Mood biases judgments of products/services
• Moods are affected by store design, music, TV programs
Reasons for shopping:
• Hedonic reasons include:
• Social experiences
• Vary by product category, store type, and culture
• Sharing of common interests
• Interpersonal attraction
• Instant status
Hoang Duc Binh, 2008
• The thrill of the hunt
Dimensions of Emotional States
Hoang Duc Binh, 2008
Figure 10.3
Reasons for Shopping
Reasons for shopping:
• Vary by product category,
store type, and culture
• Hedonic reasons include:
• Social experiences
• Sharing of common
interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt
Hoang Duc Binh, 2008
E-Commerce: Clicks versus Bricks
• E-commerce reaches
customers around the world,
but competition increases
exponentially
• Benefits: good customer
service, technology value
• Limitations: security/identity
theft, actual shopping
experience, large
delivery/return shipping
Click photo for
Bluefly.com
charges
Hoang Duc Binh, 2008
Discussion
• Will e-commerce eventually replace traditional brick-
and-mortar retailing? Why or why not?
• What are the benefits that traditional retail stores
provide that e-commerce cannot provide?
Hoang Duc Binh, 2008
Retailing as Theater
• Competition for customers is becoming intense as
nonstore alternatives multiply
• Malls gain loyalty by appealing to social motives
• Retail techniques:
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes
Hoang Duc Binh, 2008
Store Image
Store image: personality of the store
• Location + merchandise suitability +
knowledge/congeniality of sales staff
• Some factors in overall evaluation of a store:
• Interior design
• Types of patrons
• Return policies
• Credit availability
Hoang Duc Binh, 2008
FedEx Makeover
BEFORE
AFTER
Hoang Duc Binh, 2008
Discussion
• The mall of the future will most likely be less about
purchasing products than exploring them in a
physical setting.
• This means that retail environments will have to
become places to build brand images, rather than
just places to sell products.
• What are some strategies stores can use to enhance
the emotional/sensory experiences their customers
receive?
Hoang Duc Binh, 2008
FedEx Brand Image: Brand Position
Hoang Duc Binh, 2008
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